Minnesota Attorney General Keith Ellison announced a resolution reached with High Light Vapes to halt their operations within the state. High Light Vapes, based in Florida, has agreed to a settlement following a lawsuit filed by Ellison in January 2025. The lawsuit accused the company of marketing e-cigarettes disguised as highlighters, which are easily concealable and appealing to school-age children, thus contravening state laws prohibiting deceptive tobacco marketing targeting minors. Should High Light Vapes resume operations in Minnesota contrary to the court order, they will face a $50,000 fine and potential contempt sanctions.
“Businesses that look to sell dangerous and addictive e-cigarette products to Minnesota’s youth are on notice—don’t do it,” stated Attorney General Ellison. “I will not tolerate selling vaping products to appeal to young people in Minnesota. And I will continue to use the tools afforded to my Office to stop deception, consumer fraud, and other unlawful practices and prevent a generation of younger Minnesotans from becoming hooked on nicotine.”
The lawsuit filed on January 16, 2025, claimed that High Light Vapes promoted their products as stealthy alternatives due to their resemblance to school supplies. The e-cigarettes were also available in flavors such as Strawberry Cheesecake and Blueberry Raspberry, which the lawsuit alleges violate state laws against deceptive vape products.
These actions come in the wake of a U.S. Supreme Court decision affirming the FDA's authority to regulate and prevent flavored e-cigarettes from reaching the market, a decision Attorney General Ellison supported by joining a coalition that submitted an amicus brief. These products, largely manufactured outside the U.S., bypass the FDA's tobacco product application process, entering the market unlawfully, despite the FDA's established mandate.
Ellison urged the Trump Administration to bolster the FDA's enforcement activities to remove illegal vaping products, particularly those targeting children. “While I am not optimistic that the Trump Administration will take action to address the vaping crisis, particularly in light of its dangerous cuts to the FDA, I urge it to do so," he added.
In January, the attorney general's office also initiated a civil investigation into Loon for similar concerns. Moreover, letters were dispatched to over 5,000 tobacco distributors in Minnesota, warning them of potential legal infractions concerning unauthorized flavored tobacco products.
The public and industry participants have been encouraged to report any suspected illegal tobacco marketing to the Attorney General’s Office via email or through the official website.
Ellison's actions are a continuation of efforts that previously led to legal action against JUUL Labs for similar violations, resulting in a significant settlement in favor of Minnesota. For those seeking to quit nicotine, resources such as My Life, My Quit, and Quit Partner programs provide support specific to teenagers and adults in the state.